Globalization and the recent technological advancements, such as smart phones, internet usage, social media and more, are contributing to the idea that our world is getting smaller by the minute. Different societies from all over the world are beginning to intertwine and as a result exposure to new cultures has become easier than ever through the use of different technologies, such as the Internet; and such exposure has played a role in a person’s cultural intelligence. Cultural Intelligence is a relatively new concept that has become increasingly popular within the last decade. Every individual ...

This thesis examined the influence of ‘goodvertising’ campaigns on Lebanese students’ attitudes towards a social issue, specifically women’s empowerment. Goodvertising is a relatively new advertising approach that many brands across the world have started using in their marketing strategies. Studying its influence on individuals can aid in understanding its effectiveness. Although many studies (Amos, Holmes, & Strutton, 2008; Buizjen & Valkenburg, 2003; Deighton, Henderson, & Neslin, 1994; Edquist, Horberry, Hosking, & Johnston, 2011) have been done on the effectiveness of traditional advertisements, ...